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Exam 16: Using Effective Promotions

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Question 131

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Trade shows represent sales promotion programs designed to create product enthusiasm from distributors and dealers.

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Question 132

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_________ refers to any paid,non-personal communication through various media by organizations and individuals who are in some way identified in the message.

A) Publicity
B) Promotion
C) Public relations
D) Advertising

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Question 133

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Budliter has a new ad campaign for its product.In an effort to determine whether consumers like the ad and characters it created,Budliter is monitoring _________,or online diaries for mention of their campaign.

According to the Connecting with Social Media box,companies can always control what is said about them online.

Last year,New Era Cap Company (Buffalo,NY) celebrated its 90^th anniversary in business as a privately held company that makes a variety of hats and one of two suppliers of official MLB (major league baseball) caps.According to the New York Times,the company invited "90 influential people to create one-of-a-kind caps to be auctioned off for charity." As a student of marketing,you would categorize this promotional event as a form of ____________.

To generate enthusiasm about a good or service,sales promotion:

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment.The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly.The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups.Additionally,unlike other strength building machines,this equipment also incorporates a recumbent bicycle to provide a complete aerobic workout.The entire piece of equipment is easy to assemble,and when not in use it can be folded into a compact unit that is easy to store.A group of fitness experts have tested the equipment and have provided rave reviews.Company executives believe that this product,called the MuscleMaster,will appeal to busy young adults living in relatively small apartments.Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product.The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Before they look at specific promotional tools,Melody and Tom agree that they want a promotion mix that is both comprehensive and unified.They want to use all of the promotional tools at their disposal to create a consistent message that promotes a favorable product image.Melody and Tom want to implement a(n) :

A 30-second Super Bowl commercial costs about $3 million,but given the audience for its telecast is considered an effective advertising purchase.

As a salesperson in the B2B market,Patty regularly calls on clients to stay informed of their needs or problems.Her objective is to develop solutions to meet their needs and resolve their problems.The Internet allows Patty to track products in the supply chain and to learn about pricing and promotions that would be of interest to her clients.When Patty works with her existing clients there is no need for the __________ step of the B2B selling process.

As a manager for a firm that produces a variety of recreational equipment and sporting goods,Kevin is convinced that his firm markets the safest,highest quality equipment in the entire industry.Recent studies from the Consumer Product Safety Commission support his position.Kevin feels that the best way to create an image of high quality,safe products is to develop an extensive advertising campaign.Kevin realizes that publicity lacks the credibility that advertising can generate.

The effectiveness of direct mail advertising suffers from:

Anything that encourages people to talk favorably about an organization may be effective word-of-mouth promotion.

A good public relations program recognizes that the:

The major complaint with advertising is that it provides no real benefits to the public.

The purpose of institutional advertising is to create an attractive image for an organization.

One advantage of magazine advertising is that:

When a manufacturer advertises to wholesalers and retailers in an attempt to encourage them to carry its products,it is engaging in institutional advertising.

Virtual trade shows are not effective at promoting tangible goods therefore they promote services rather than tangible products.

The free tickets,backstage passes and merchandise firms give to people who agree to hype products through Internet chat rooms are called:

Creating a unified positive image of a company in the public's mind is the end result of effective integrated marketing communication.